Summer 2019 has been a busy one here at The Gate Films. Here we talk you through our campaign for Topshop and Topman at Littlewoods. We've worked with the Shop Direct team for a few years now, but this has been one of our favourites...
Littlewoods chose launch the collaboration with Topshop and Topman entirely through digital and social channels. The content required for this launch was vast, with hundreds of stills with multiple models required in different formats for web, digital, product pages, social channels and film assets required for each of those too. Not only did they need all of this content executed and live within a few weeks, they needed a creative plan to make the content thumb stopping, and engage with its target audience.
Working with the Client The Gate’s James Clancy wrote the campaign. Featuring Love Island 2019 winner Amber Gill amongst a team of models, set across central London locations including The London Eye, Greenwich observatory and Pimlico. The hero product film is accompanied with ‘ways to wear’, ‘style guides’ and ‘quick fire questions’ content.
The content was shot on location over 3 days, using camera rigs such as the Alien Revolution head -allowing a 360 degree head spin on the camera.
The Gate’s Rhiannon Lewis, head of all things fashion here, hooked up with acclaimed photographer Boo George, who has shot stars ranging from Little Mix, Kim Kardashian to Dame Helen Mirren and has worked with brands including Ralph Lauren, to direct the films alongside James.
"Fashion was an early adopter of using film in digital channels, and indeed the fashion industry has always, as an art form, run parallel with the film industry, so it makes sense that we’re having so much success in that genre.
Where we’re really adding value to the client is bringing accountability to the content we’re making. The younger viewers eyes aren't necessarily on TV, so we have to make sure we're capturing those high brand values with online content creation that features scroll-stopping style. Our work for Littlewoods is a great example of this and we’re proud to have created a set of content which appeals to the core Littlewoods customer as well as to the younger audiences of Topman and Topshop."